M11 Category Scan No. 01 · Skincare · September 2026
The Trust Gap in Skincare.
The first M11 state-of-the-category report. 633 brands. Over 54,000 products. One question: how much of what they claim is independently verifiable?
The key figures
633 brands. Over 54,000 products. One standard.
47%
of brands cannot back the claims their products are sold on
52/100
the category’s score on the M11 Verifiability Index
58%
of claims mention a study the brand never shows
1 in 20
of the links offered as proof actually prove anything
1 in 3
brands miss basic safety information
82 points
between the best and worst brand
How was the scan run?
Over 1,500 candidate brands were narrowed to 665 scanned and 633 analysed across four cohorts in Q3 2026. Only high-impact claims were judged per brand, with a blind human re-check of 180 signals. No brand-level finding is published.
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